Theo Nash
Alcohol sales at college football games have been a topic of debate for many years, with some critics believing it could do more harm than good. However, in recent years, alcohol has been flowing in more stadiums than ever, with 80% of Power Five conference schools selling alcoholic beverages in their stadiums on game days. This includes Big Ten schools such as Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, and Minnesota. As of 2024, Wisconsin has become the latest Big Ten school to sell alcohol at football games, leaving Nebraska and Northwestern as the only two schools in the conference not allowing general seating alcohol sales. While there are concerns about the potential negative impacts of alcohol sales at college football games, some institutions have reported a reduction in excessive drunkenness and no increase in law enforcement patrols. Additionally, alcohol sales can bring in more revenue and enhance the fan experience.
| Characteristics | Values |
|---|---|
| Number of Big Ten schools allowing alcohol sales at football games as of 2023 | 11 out of 12 |
| Big Ten schools that don't allow alcohol sales at football games as of 2023 | Nebraska, Northwestern, Michigan, Wisconsin |
| Big Ten schools that started selling alcohol at games in 2024 | Wisconsin, Michigan |
| Number of Power Five conference schools selling alcohol at home football games as of 2021 | 55 out of 69 |
| Number of Power Five conference schools that began selling alcohol to the public during football games in 2019 | 19 |
| Percentage of Power Five conference schools selling alcohol at home football games as of 2021 | 80% |
| Number of drinks allowed to be purchased at a time per person at Wisconsin | 2 |
| Number of drinks allowed to be purchased at a time per person (most common) | 2-3 |
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What You'll Learn
Iowa is the eighth Big Ten school to sell alcohol at games
Alcohol sales at college football games have been a topic of debate for many years. While it was once limited to outside stadiums, it has now become the norm to sell alcoholic beverages inside stadiums. In June 2021, the University of Iowa's athletic department announced its decision to sell beer and wine at Kinnick Stadium, making it the eighth Big Ten school to do so.
The Iowa Athletic Department's announcement stated that the decision was based on enhancing the fan experience and providing an additional amenity. According to University of Iowa Athletic Director Gary Barta, while there was an opportunity for increased revenue, the primary focus was on improving the experience for fans. This decision was part of a pilot program, with no commitments made on alcohol sales beyond 2021.
Prior to Iowa's announcement, seven other Big Ten schools allowed the sale of alcoholic beverages during home football games. These schools included Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, and Minnesota. Indiana was the latest addition to this list, having made the decision to sell alcohol to the general public in April 2019.
At the time of Iowa's announcement, several other Big Ten schools were not selling alcohol to the general public during football games. These schools included Michigan, Michigan State, Nebraska, Northwestern, Penn State, and Wisconsin. However, some of these schools have since changed their policies. For example, Wisconsin recently began selling alcohol in general seating areas at Camp Randall Stadium, leaving Nebraska and Northwestern as the only two schools in the now 18-team Big Ten that do not allow general seating alcohol sales.
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Wisconsin is the sixteenth Big Ten school to sell alcohol at games
The sale of alcoholic beverages at college football games has become increasingly common in recent years, with schools looking to increase revenue and enhance the fan experience. Wisconsin recently became the sixteenth Big Ten school to allow alcohol sales at its football games. The university's decision to sell alcohol in general seating areas at Camp Randall Stadium brings the 18-team Big Ten conference a step closer to having all its members offer alcohol sales at football games.
Wisconsin's announcement leaves Nebraska and Northwestern as the only two schools in the conference not allowing general seating alcohol sales. However, Nebraska is set to become the last Big Ten school to sell alcohol at football games in 2025 if the regents approve the proposal. This proposal includes selling alcohol at all athletic events across the three campuses with athletic programs and allocating a portion of the profits for alcohol abuse education and services.
Wisconsin's decision to sell alcohol at football games is part of a broader trend among Power Five conference schools. An Associated Press survey from 2023 found that 55 out of 69 Power Five schools (80%) sold alcohol in the public areas of their stadiums on game days. This number has likely increased since then, with Wisconsin and Northwestern's announcements to introduce alcohol sales in general seating areas in 2024.
The decision to sell alcohol at college sporting events is often driven by the desire to improve the fan experience and bring in additional revenue. However, there are also concerns about the potential impact on public safety and alcohol abuse. Wisconsin Chancellor Jennifer L. Mnookin acknowledged the need to balance the opportunity for enhanced fan experience with public safety considerations. The university police department plans to increase its presence at games, and fans will be limited to purchasing only two drinks at a time.
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Nebraska and Northwestern don't allow alcohol sales
Alcohol sales at college football games have been a topic of debate for many years. While the sale of alcohol was previously restricted to outside stadiums, it has now become the norm to sell beer and wine inside college football stadiums. This shift has occurred over the past decade, with schools opting to sell alcohol as a way to bring in more revenue and attract fans.
As of 2024, 16 of the 18 teams in the Big Ten conference allow alcohol sales at games. Nebraska and Northwestern are the only two schools in the Big Ten that do not allow alcohol sales in general seating areas. Nebraska's decision to prohibit alcohol sales can be traced back to a board resolution in 1999 that banned the sale of alcohol on University of Nebraska property. While this policy was reversed in 2022, with a board vote allowing campuses to consider alcohol sales, alcohol has yet to be sold at Memorial Stadium during football games. Nebraska's athletic director has stated that there is no specific timeframe for when alcohol sales may be introduced at games, but nothing is off the table.
Northwestern, on the other hand, has not provided a recent update on their alcohol sales policy regarding athletic events. However, they are one of the remaining Big Ten schools that do not sell alcohol to the general public during football games.
The decision to sell alcohol at college football games is a complex one, with universities weighing the potential increase in revenue and enhanced fan experience against public safety concerns. While some schools have embraced alcohol sales as a way to improve the fan experience, Nebraska and Northwestern have chosen to maintain their current policies, at least for the time being.
It is worth noting that alcohol laws and regulations vary from state to state, and even within Nebraska, there are specific restrictions and nuances to be aware of when it comes to alcohol sales and consumption.
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Michigan allows alcohol sales at college games
Alcohol sales at college sports games have been a topic of debate for many years. While some argue that it improves the fan experience and provides an additional source of revenue for the schools, others express concern over potential alcohol-related problems. In 2023, Michigan took a step forward in this direction by allowing alcohol sales at college games.
Governor Gretchen Whitmer of Michigan signed a bill, known as Senate Bill 247, which permits the sale of alcoholic beverages during football, basketball, and hockey seasons. This decision aimed to enhance the fan experience, reduce binge drinking before games, and generate additional revenue for improving the student experience. The bill allows schools to apply for special licenses to sell alcohol for up to 100 days during any calendar year.
Michigan's decision to allow alcohol sales at college games aligns with a broader trend in college football. According to an Associated Press survey, 80% of Power Five conference schools sell alcohol in the public areas of their stadiums on game days. This shift towards selling alcohol inside college football stadiums has become the norm over the past decade.
While Michigan has taken steps to permit alcohol sales at college games, the implementation may vary across universities within the state. For example, the University of Michigan has expressed a cautious approach, recognizing the need to phase in this change gradually. They plan to collect data and have ongoing discussions with stakeholders before fully embracing alcohol sales at their sporting events.
The University of Michigan's cautious approach is understandable, given the potential concerns associated with alcohol sales at college games. However, other universities in Michigan and across the country have embraced this change, citing enhanced fan experience and additional revenue as key factors. The impact of alcohol sales at college games will likely be monitored closely, with a focus on balancing the fan experience with public safety.
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Alcohol sales can increase attendance and revenue
Alcohol sales at college football games have been a topic of debate for many years. While some people argue that selling alcohol at games can increase attendance and revenue, others worry about the potential negative consequences, such as binge drinking, disorderly behaviour, and violence.
In recent years, more and more colleges have started to allow alcohol sales at their football games. For example, in 2021, Iowa became the eighth Big Ten school to sell alcohol to the general public at home football games, joining Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, and Minnesota. The University of Wisconsin followed suit in 2024, leaving only Nebraska and Northwestern as the two schools that don't allow alcohol sales in general seating areas.
There are several reasons why colleges might decide to allow alcohol sales at games. One reason is indeed to increase attendance and revenue. Athletic departments are always looking for ways to improve the "fan experience," and offering alcohol can be one way to do that. Additionally, alcohol sales can provide a significant source of revenue for colleges. For example, West Virginia University received more than $3 million in revenue from alcohol sales after implementing in-stadium sales in 2011. The University of Texas and Ohio State University also generated over $1 million in additional revenue from in-stadium alcohol sales.
However, it's important to consider the potential negative consequences of alcohol sales at college football games. Studies have shown that college students consume significantly more alcohol on game days, which can lead to an increase in high-risk behaviours, arrests, assaults, and unintended injuries. There are also concerns about the impact on alcohol-related emergency department (ED) visits and local emergency medical services (EMS) calls. While one study found a decrease in alcohol-related EMS calls on home game days in 2021, another study found that alcohol-related incidents in Morgantown, West Virginia, increased every year since the change in alcohol sales policy.
Overall, while alcohol sales may have the potential to increase attendance and revenue, it's important for colleges to carefully consider the potential risks and take steps to ensure the safety of their students and fans. This might include limiting the number of drinks per person, increasing security and police presence at games, and providing resources for responsible alcohol consumption and alcohol abuse prevention.
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Frequently asked questions
No, not all Big Ten teams allow alcohol beverages at games. As of 2024, 16 of the 18 Big Ten schools allow alcohol sales at football games, with Nebraska and Northwestern being the only two schools that don't allow general seating alcohol sales.
As of 2024, 16 Big Ten schools sell alcohol at games, including Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, Minnesota, Iowa, Wisconsin, Michigan, Michigan State, Penn State, and UCLA.
The types of alcohol available for purchase at Big Ten games vary by school and venue. Beer and wine are commonly sold at football games, while some schools may also offer alcoholic beverages such as cocktails or spirits at basketball or hockey games.
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